JWT's TOI campaign in race for films Lions

Rajiv Banerjee, ET BureauJun 26, 2009, 01.53am IST

CANNES: JWT India opened its score at Cannes with gold and bronze Lions in design. Whether it can add more metals to its tally will be clear by Saturday, by when the winners of the films category will be announced. The agency's chances definitely look bright, with its 'A day in the life of Chennai' for The Times of India receiving two nominations in the films Lions category on Thursday.

Other than the TOI Chennai entry, created by JWT Mumbai, TBWA Mumbai's work for Max Television is the only other nomination from India in the films shortlist.

The Times of India Nakka Mukka campaign for Chennai has been short-listed under two categories — publications and media and best use of music. TBWA India's Max Television entry has been short-listed under the publications and media category.

The TOI Chennai campaign had been popular with the Indian contingent at Cannes and most of them expect the campaign to win a metal in the 'best use of music' category.

"While it may not score as a campaign, given the niche cultural context, the music should be able to pull something off," said Senthil Kumar, ECD, JWT, crystal gazing on the winners list. Indeed, the buzz is that most of the film jury members have taken a fancy to the foot tapping score of the campaign.

Publicis Ambience's Humar Vehicle for Himani fast relief, Zoozoos from O&M and the Tide campaign from Leo Burnett were among the other Indian entries for the films Lions, but didn't make it to the shortlist.

After three days of suspense, Thursday came as a relief for the Indian contingent. Most decided to make the most of the break between awards to attend seminars, spent time with global team members and have leisurely lunches.